Running a successful business means that you have to have clients or customers to support you. Developing client trust is a process. Think of it as more of a marathon than a sprint. There are a lot of steps and backend efforts that go into forming a relationship with a client that will lead them to trust you and your brand.
Since this can be a tricky thing to develop, we’ve asked our favorite industry experts to give us the scoop on their favorite tips when it comes to developing client trust. Here’s what they had to say:
Be Authentic
‘Authenticity’ may seem like a bit of a buzzword, but it really is a drawing factor for many clients. The reason we hear this word so often is because millennials and Gen X clients are very well known for their preference of authentic and transparent brands. They want to know you and your driving factors – not just see ads that appeal to them.
“You have to do more than provide good service to people today,” says Ryan Rottman, Co-Founder and CEO of OSDB Sports. “Let them see what drives you and your brand and how you’re living out your claims. For example, even if you’re not in an environmental industry, if you say your brand supports environmental efforts – make an effort to utilize reusable and recyclable materials and make it clear your workplace is a green workspace. Live out your claims.”
Display Transparency
As mentioned above, transparency is another key component in encouraging clients to trust you and your brand to deliver the services and products that are promised. This doesn’t just mean that you’re posting ‘real’ content on social media for people to see, either.
“Transparency needs to go past the surface level,” says David Culpepper, MD, Clinical Director of LifeMD. “This involves vulnerability and character. Let your clients see how you handle problems and mistakes. Publish the financial proof of where your donations are going. Have people high up in the brand open up about exactly what they do and why.”
Show Them You’re Reliable
This is a big one. If a client has any reason to think you’re not going to ‘show up’ for any reason (or if you do flake out), it’s going to be very hard to gain their trust. Clients want to be able to see that you’re reliable and consistent in your interactions, policies, timeliness, and product quality.
“Reliability is a huge part of any relationship,” says Mary Kay Bitton, Head of Product Innovation at FLO Vitamins. “That’s really what this is: a relationship with your client. If you have to choose a friend to deliver an important message, are you going to pick the friend who’s reliable or the one who shows up 10 minutes late and often forgets things? Be a reliable friend.”
Be Reachable
While it’s important to have boundaries and time that you are “off”, make sure you’re reachable during the times you’ve promised your clients you will be available. If you do have times when you’re going to be unavailable, either designate someone to receive calls and handle things for you or notify your clients that you will be unreachable for a period of time.
“There’s nothing more frustrating than feeling like you’re being ignored by someone you’re paying to do a job,” says Zach Goldstein, CEO of Public Rec. “Regardless of your industry, people will expect you to answer your phone if you’ve given them your number and you’ve said they can call at any time. If you really are only available between 8-6, tell them! It’s better for them to know upfront that you’re not on call than to break that trust later when they try to call you after hours.”
Exhibit Respect
Being respectful and kind can go a long way in forming a trusting relationship with a client. They want to feel as if they are a priority of yours and that whatever you’re doing for them is the most important thing in the world. Never talk down to a client or make them feel like you have something better to do.
“Body language and voice carry as much of a message as the words we speak,” says Miles Beckett, CEO and Co-founder of Flossy Dental. “Make sure you’re not communicating disinterest or offending them by seeming like you’re in a rush to get to the next client. Avoid checking your watch, interrupting them, and bouncing them to someone else with an issue you could have handled yourself. They don’t want to feel like ‘just another client.’”
Be Proactive
Look for ways you can improve client relationships before the client realizes there’s something more you could be doing. Provide them with free samples or upgrades if you sense there may be an issue upcoming or you see they’re struggling to trust you. Feeling like you think they’re special and important will go a long way.
“Being proactive is a great way to show a client they can trust you,” says Drew Sherman, VP of Marketing at Carvaygo. “Don’t wait for them to call you – call them first on occasion when you have an update, or you just want to check in and make sure they’re still comfortable with the progress or current situation. Go above and beyond their expectations in terms of customer service.”
Show Continuous Growth
Growth should be something that every brand strives for. However, it’s not doing much for you if your customers can’t see your growth. Show your clients how you’re growing by creating campaigns, social media posts, and other communication methods that keep them updated on the growth and changes you’re making.
“If you’re getting a lot of feedback from customers about a specific thing that needs to be improved, show them how you’re doing it,” says Cesar Cruz, Co-Founder of Sebastian Cruz Couture. “Not only does this tell current clients that you hear them and you’re actively working to serve them better, but it shows potential clients that you take your client relationships seriously and are worth trusting and investing in.”
Be Personal
As was mentioned in the previous sections, developing client trust requires a personal relationship. This means you have to give a little of yourself to earn the trust of the clients. Now, this doesn’t mean you have to spill all of your secrets or divulge personal information but showing them a bit of who you are and what you can do for them can go a long way.
“Do more than tell your clients what your success rate is,” says Kim Walls, CEO and Co-Founder of Furtuna Skin. “Let them know who you are and what motivates you. You can make this as personal as you want without dropping professionalism. Sharing your qualifications, what brought you to this position, or your favorite part of serving your clients can help them trust you more.”
Share Testimonials
Sharing customer testimonials – not just reviews – is a great way to show clients what others have experienced with you. Testimonials come across as more authentic and are often more well-written and thought out than a basic review. It also allows you to promote yourself through the words of someone else.
“There are several ways to share testimonials today,” says Nabeel Abdullah, CEO of Sapphire. “You could ask a client to record a video of them explaining their experience in working with you to share online. You can also ask for testimonials on a social media post. This route involves a certain risk because you may get a disgruntled client or two. Still, it’s also a great opportunity to be vulnerable and transparent while also apologizing or showing other clients how you work to make something right.”
Value Their Time
Make a client feel like the time you spend with them is the most important hour of your day. Review all previous meeting notes, show up on time, and look into ways you could optimize each meeting you spend with a client. Learn to balance valuing the time you have together without causing them to feel as if they’re being rushed.
“Know all of your info,” says Ann McFerran, CEO of Glamnetic. “If a client has already told you something, they want you to remember. If you forget pieces of information over and over again, they’re going to feel like ‘just another client’, and their trust will be harder to earn. Review all information you went over previously and start the meeting with any questions you may have about that by saying, ‘I was reviewing my notes and noticed that you said you’d like to see us help you with. Can you elaborate on that a bit?’ This shows that you remember their concerns and are intentionally looking to help them.”
Conclusion
Developing client trust is one of the best ways to form lasting client relationships. Regardless of industry or profession, a professional-client relationship is going to be the reason people continue returning or recommend you to others. Even in this day and age, word of mouth is still one of the most powerful marketing tools. Forming these essential client relationships increases the credibility and recommendation of your services to others in the future.
Showing the clients that they’re important while also allowing them to see who you are and why you do what you do through authenticity and transparency is very important. Show them that you value their thoughts, time, and opinions by actively listening and following through on promises. Be reachable and reliable by whatever communication methods you provide and promise, and don’t forget to ask for reviews and testimonials.
Ngoma, M., & Ntale, P. D. (n.d.). Word of mouth communication: A mediator of relationship marketing and Customer Loyalty. Taylor & Francis. Retrieved August 31, 2022, from https://www.tandfonline.com/doi/full/10.1080/23311975.2019.1580123
Simanjuntak, M. (n.d.). Enhancing customer retention using customer relationship management approach in car loan business. Taylor & Francis. Retrieved August 31, 2022, from https://www.tandfonline.com/doi/full/10.1080/23311975.2020.1738200
